Matthew Diskin

As the Orchestration Team Lead for Casino & Bingo, I am responsible for developing and managing the promotional and marketing content strategy to drive customer retention, reactivation, and cross-sell opportunities across our Casino and Bingo products.

My team and I oversee the end-to-end execution of marketing automation, promotional initiatives, content ideation and planning, channel optimization, communications testing, copywriting, and campaign orchestration.

• Collaborate closely with the Lifecycle team to plan and manage content requirements that align with customer lifecycle journeys and campaigns, taking into account target audience preferences.
• Coordinate the integration of product and brand-led initiatives into promotional plans, campaign schedules, and communications.
• Develop comprehensive promotional and content plans to align with customer and product roadmaps.
• Content & Promotional Implementation
• Foster innovation within the team by encouraging the development of creative and effective content and promotional concepts that align with business objectives.
• Oversee the creation and maintenance of a library of thoroughly tested promotions and content to ensure adaptability to evolving business and customer needs.
• Ensure all promotions and content adhere to product, brand, and compliance guidelines, maintaining consistency and quality.
• Monitor the accurate execution and fulfillment of promotional activities within agreed budgets, taking ownership of any required resolutions.
• Identify opportunities to test promotional and content variations to maximize engagement and conversion rates.
• Leverage BI data models to determine the most effective channel mix for content distribution based on target audience characteristics.
• Design and implement performance-driven test plans to optimize channel mix, enhancing content visibility, engagement, and conversions.
• Monitor channel performance metrics and make data-driven decisions to improve outcomes.
• Plan and manage A/B tests to evaluate the effectiveness of various content and communication strategies.
• Continuously refine strategies based on test results and feedback, ensuring adherence to campaign and communication sign-off processes.
• Maintain a consistent tone of voice across all communications, ensuring alignment with brand and tone of voice guidelines.
• Provide guidance to the team to personalize channels and messaging based on target audience segments and preferences.
• Lead and mentor a team of Marketing Executives, ensuring high-quality performance and addressing their professional growth and development needs.

• Promoted to Senior CRM Executive after excelling during the first 12 months on the CRM team.
• Manage end-to-end campaign execution tailored to specific audience segments, focusing on customer retention, reactivation, and improving key metrics such as average player days and income per active player.
• Collaborate with software providers to leverage new product developments and innovative features in upcoming promotions.
• Select and implement the most appropriate marketing communication channels for each offer, writing campaign copy and maintaining creative control over promotional assets.
• Utilize data-driven segmentation to ensure personalized and targeted offers and communications, achieving high engagement and efficiency.
• Own the Bingo product portfolio, overseeing campaigns, on-site content, and providing training and advice to stakeholders on software capabilities and cross-sell opportunities.
• Analyzed customer behavior patterns to identify opportunities for improved targeting and segmentation strategies.

Transitioned to this role when Betfred brought their marketing team in-house, previously managed by Active Win Media. My role, contract terms, and time served carried over seamlessly.

I oversee the marketing and CRM processes for the Bingo product within Betfred's digital business, while also supporting Casino, Live Casino, and Games products.

Key Achievements & Responsibilities:

• Designed and executed a dynamic suite of promotional campaigns, ensuring continuous innovation.
• Wrote compelling copy for both on-site promotions and outbound communications.
• Planned and launched high-profile product and promotional campaigns.
• Provided detailed campaign-level reporting, including performance analysis and actionable insights.
• Trained and mentored entry-level executives to enhance team capabilities.
• Delivered highly personalized campaigns tailored to specific customer segments, improving engagement and conversions.
• Maintained expertise in compliance standards, including GDPR and ASA guidelines, ensuring all activities meet regulatory requirements.
• Utilized multiple systems to execute campaigns, build customer segments, and streamline operations.
• Analyzed customer behaviors to develop targeted and relevant promotional strategies for different audience groups.
• Collated post-campaign results and insights to optimize future on-site and outbound promotional activities for maximum success.

Transitioned to this role due to the relocation of the VIP Account Management team following business decisions influenced by the COVID-19 pandemic. This move allowed me to continue contributing to the organization while aligning with my career goals.

Key Achievements & Responsibilities:

• Supported CRM and Key Account teams by consolidating data and reporting on KPIs for High-Value Customer (HVC) groups across multiple brands.
• Planned and executed promotions tailored to HVCs, enhancing engagement and retention.
• Provided customer insights and aided the Key Accounts team in designing and implementing targeted HVC promotions.
• Developed and integrated a new process to upgrade clients into the HVC scheme across multiple brands.
• Collated and analyzed reports to evaluate the success of HVC and Key Account campaigns, delivering actionable insights for improvement.
• Collaborated with the design department to create visually appealing promotional materials.
• Worked closely with the Communications team to ensure messaging remained customer-focused and aligned with brand standards.

• Managed a portfolio of up to 200 High-Value Customer (HVC) accounts, ensuring strong relationships and client satisfaction.
• Achieved and exceeded company-agreed KPIs through effective account management and customer engagement strategies.
• Maintained regular communication with HVCs, resolving issues promptly and ensuring exceptional customer satisfaction.
• Assisted the VIP Manager with the implementation and execution of VIP hospitality procedures.
• Planned and hosted face-to-face meetings with HVCs at exclusive hospitality events to enhance client relationships.
• Collaborated with CRM teams to design promotions tailored to VIPs' positions within the customer lifecycle (e.g., potential, active, or lapsing).
• Managed reward campaigns, ensuring effective delivery and alignment with customer needs and company objectives.
• Worked with design teams to create high-quality assets for VIP campaigns.
• Partnered with compliance departments to ensure adherence to evolving gambling legislation and industry regulations.

• Led a team of 12, ensuring daily departmental KPI targets were consistently met or exceeded.
• Conducted weekly one-to-one meetings and monthly performance reviews to drive team development.
• Provided staff coaching to support advisor progression and skill enhancement.
• Managed escalated complaints, ensuring prompt and effective resolution to maintain customer satisfaction.
• Liaised with Head Office and other departments to streamline operations and resolve interdepartmental issues.
• Conducted investigations and disciplinary proceedings in line with company policies.
• Achieved a 15% increase in team output within two months through strategic coaching and process improvements.
• Designed and maintained the Customer Care rota, optimizing resource allocation.
• Trained new staff in all departmental procedures, ensuring smooth onboarding and integration.
• Oversaw the opening and closing of business premises, ensuring operational readiness and security.
• Reported daily, weekly, and monthly performance metrics to the Head of Operations.
• Organized and led weekly team meetings to communicate goals, address challenges, and drive engagement.